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  Andy Tompkins

Today we talk with Andy Tompkins about the action sports business climate, why ASR partnered with the consumer show Sacred Craft and if Crossroads will ever move inside.

How will the upcoming show compare with the show at the same time last year? Will your revenues be up or down from this show?

ASR always reflects the current state of the action sports market and the good news is that most brands and retailers are reporting improved sales compared to this period 2009. That same energy and enthusiasm will manifest at ASR Marketplace.

Last year between ASR and the launch of Class@ASR showcased over 500 brands. This year between the floors of ASR, Class, Crossroads and now Sacred Craft, that number has grown to 750. The additional brand carry will help retailers be even more productive at ASR as they can see complete collections of surf, skate, fashion apparel, footwear, and accessories, and definitive collections of surf and skate hardgoods.

Compared to 2009, the ASR Marketplace event will offer an improved venue to see the products, trends, personalities and opportunities shaping action sports.

What is your take on the business climate given how brands are approaching trade show spending?

In general the economy, and more importantly consumer spending, seems to be improving compared to last year. This is translating to increased business opportunities for a wide variety of brands. As for trade shows, brands still support the notion that a trade event is the most efficient way to get in front of key retail buyers from across the globe. Most agree that face to face interaction with customers is critical for sustained success and it is difficult to accomplish outside of trade shows. In order to be a part of ASR the industry is adopting a wide variety of exhibit solutions, but in general brands seem to be investing more than last year.

(Above: Crossroads in the Petco Park parking lot. Shop-eat-surf file photo.)

On page 2: Retailer feedback to August show date

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What has been the feedback from retailers about having the show in August this year?

Judging from our pre-registration buyer numbers which are up over 30% from this time last year, retailers from around the world are excited about ASR. While August is a busy time of year for retailers, most dealers are excited about the new dates as it is a time of year that their major brands are trying to secure purchase commitments.

(Right: Class@ASR. Shop-eat-surf file photo.)

So by mixing buyers and sellers during this key period the feedback loop on product sell through is current and efficient. Retailers also are excited that they can see the industry’s product offerings in one place at one time before most purchase decisions are made, which gives them more options during the buying cycle and ultimately improves their chances of putting the right merchandise in their stores.

Plus, ASR dates were selected to avoid the busy back to school season (which on average begins late August) and dealers can still take advantage of seasonal help to staff their stores while they travel to ASR.

ASR is teaming up with Sacred Craft, which is a consumer show. Tell us about the strategy behind that partnership.

We’re thrilled with this new partnership. Scott Bass has created a really unique event that allows shapers to demonstrate their craft to a consumer audience. ASR has always been committed to providing a platform for shapers as the community is truly the foundation of the industry. But now with our partnership with Sacred Craft, we can offer these shapers the same consumer facing platform they have come to trust, and contribute a global retail and media audience to the mix so in the end everyone wins.

ASR will now showcase a complete collection of surf hardgoods, while shapers can influence consumers, retailers and media all within one affordable booth presentation. In a similar manner, our partnership with Crossroads helps us bring a truly unique event that showcases skate hardgoods, footwear and apparel.

Any chance of bringing Crossroads inside the building in the future?

We’re excited to stage Crossroads at PetCo park once again and feel we can drive even more retail traffic to our over 100 brands. Both ASR and Blackbox are committed to providing a platform dedicated to the needs of skate. So, we’re not opposed to the model evolving indoors in the future, but need to make sure that is continues to satisfy the business needs of our buyers and brands.